Facebook Product Update | Launch of new advanced empowering material feature – “Adapt to multiple image formats”

Some popular resources that Meta officially launched in 2024 to help strengthen Reels ad creative tools include: advanced enabling materials that can adjust ad sizes, image animation features that can make static images dynamic, and partner applications that can create Reels-first creatives. In addition, Meta officially increased the funding for Reels creative production in the Meta Business Accelerator program to support customers to try partner tools.
These tools are designed to simplify the creative process, making it easier for advertisers to create attractive and high-performing Reels ads. With these resources from Meta, advertisers can not only save time and improve ad performance, but also make ads more visually appealing.

1. Use advanced enabling materials to adjust the size of existing ads to generate 9:16 vertical ads suitable for display in Reels [Facebook/Instagram pictures] The expansion function in advanced enabling materials can use generative AI to automatically expand advertisers’ existing creatives to a 9:16 vertical aspect ratio suitable for Reels, so that ads can be more naturally integrated into the Reels layout, while saving time and effort. [Facebook/Instagram images, Instagram videos] The “Adjust visuals” feature in advanced creatives will automatically adjust the aspect ratio of your creative when it’s possible to improve performance.

2. Use the image animation function to make existing static images animated [Instagram only] Advertisers can now use the new generative AI solution in advanced empowerment materials to generate video creatives based on Instagram Reels in single-image format. On Facebook, this feature is being tested.
3. Create creatives that meet the safety zone requirements. Turn on the safety zone guardrail to see where the Reels safety zone is and adjust the creative accordingly. If advertisers need help outside of the ad management tool, they can use the desktop templates provided by Meta in PowerPoint, Keynote or Photoshop to preview whether the creative meets the safety zone requirements.
4. Reels with sound are more authentic. Advertisers can use the advanced empowerment materials in Meta ad management tools to add music to single image ads (SingleImageAd), or go to Meta audio materials to find free optional audio.
5. Use partner apps to create Reels-first creatives Get instant feedback and actionable optimization suggestions on creatives using our new Reels toolkit in Celtra or the Meta Design Check app in Canva
6. Easily create authentic and engaging Reels ads with customizable templates
   Meta has partnered with multiple self-service creative platforms (Canva, Adobe Express, Videoleap by Lightricks, Vimeo) to provide more than 500,000 ready-made templates to help advertisers quickly and easily create Reels creative materials.
   New guide experience for integrating the conversion API through Google Tag Manager

Meta has released a new guide experience in the event management tool to help advertisers integrate the conversion API through Google Tag Manager. This solution is designed to simplify the guide process for integrating the conversion API with the server-side tag manager, allowing many advertisers, including advertisers, to complete the integration without the need for dedicated technical support personnel.
If advertisers are already using Google Tag Manager to manage tags for all websites, then go to the event management tool to try this new experience. Data shows that advertisers who installed Meta Pixel code reduced their cost per result by an average of 13% after setting up the conversion API (based on 28 global experiments).
Sharing data through Meta business tools will be subject to additional restrictions

First: advertisers who use business tools and some standard events of these business tools will be restricted

Starting in January 2025, Meta will begin to impose additional restrictions on certain categories of websites and apps that use Meta business tools. Please note that this change may affect your advertising performance.
How advertisers’ ads will be affected depends mainly on whether advertisers currently use these events and how they are used. Meta will not pause your running ads due to these restrictions You will receive emails about which ad groups and events will be affected, and you will also receive in-product notifications in the Ads Manager and Events Manager If the restricted standard events are data necessary for your audience targeting, ad optimization, or performance measurement, your ad delivery and performance may gradually decrease
For this update, Meta officially recommends: 1. If advertisers believe that the classification of the website or app is correct, Meta officially recommends that advertisers consider adjusting their advertising strategies and switch to using unrestricted events for audience targeting and ad optimization. Evaluate which events are restricted and explore alternative standard events that help advertisers achieve their business goals Consider optimizing unrestricted events, such as landing page views, donations, searches, content viewing, and app installations, to maintain good ad performance Please do not send custom events similar to restricted standard events, that is, custom events that capture user actions or information similar to restricted standard events

2. If advertisers believe that the classification of the website or app is incorrect, they can apply for a review through the Events Manager.
   Second: Advertisers who use business tools and these business tools will be completely restricted in the target area
   Beginning in January 2025, Meta will begin to impose additional restrictions on certain categories of websites and apps that use Meta business tools. Please note that this change may affect your advertising performance.
   Depending on the advertiser’s current data source classification, your website or app may be completely restricted and unable to share any event data through Meta business tools in the target area. This means that all events from the advertiser’s website or app will not be shared with Meta through any of Meta’s official business tools or will be removed after receiving (if the event is sent server-side, such as through the conversion API).
   Please note that this change may affect advertisers’ advertising performance. How advertisers’ ads will be affected depends mainly on whether standard events are currently used and how they are used. Meta will not suspend advertisers’ current ads due to these restrictions. Advertisers will be notified in the Ads Manager and Events Manager about which ad groups and events will be affected by these changes. If the restricted events are data required for advertisers to conduct audience targeting, ad optimization or performance measurement, advertisers’ ad delivery and performance may gradually decrease.
   For this update, Meta officially recommends: If advertisers believe that the classification of the website or app is incorrect, Meta officially recommends that advertisers adjust their advertising strategies and event/data source strategies to optimize certain unrestricted user actions or advertising goals, such as awareness (such as the number of people covered, the number of impressions), interactions (such as the number of likes, comments, the number of shares) and traffic (such as link clicks). If advertisers believe that the classification of the website or app is incorrect, they can go to the Events Manager to request a review.
   “Add Catalog Products”: New Product Manual and Global Product Updates

This year, Meta officially launched the “Add Catalog Products” feature globally. With this feature, advertisers can upload a single image or a single video as the main creative, let Meta’s automated system sort the relevant products, and display them with their selected main creative when there is hope to improve performance. After clicking on the ad, shoppers will go directly to the website specified by the advertiser, thus shortening the shopping process.

Since the launch of this feature, we have launched several important product updates, including compatibility with 4:5 aspect ratio materials (originally only supported 1:1), support for various catalogs, and support for using this feature through the Marketing API.

Introducing a new feature for advanced enabling materials – “Adapt to multiple image formats”

Meta officially launched an advanced enabling material feature on October 30 this year, which makes multi-photo static images more immersive by creating slideshow-like videos. This feature can create diverse creatives, allowing Meta to show users one more creative in video format when it is expected to improve ad performance. This new feature was originally named “Format Automation” and has now been renamed “Adapt to Multiple Image Formats”. Carousel format (when using static images) uses existing organic posts with multiple photo options
Advertisers used to see this new feature when editing existing ads or creating new ads, and the feature was “on” by default. However, starting November 13, 2024, this feature will no longer be “on” by default, but will be displayed as “off” and provide an option to enable it. Advertisers can enable this feature at any time by creating a new ad or editing an existing ad, then going to “Beautify Creatives” and switching the “Adapt to Multiple Image Formats” switch to “On”. If advertisers still see this feature set to “On” by default, please contact the business department for feedback.